At 1 Great Cumberland Place, we were commissioned to craft a wayfinding system for The Portman Estate’s new head office. The signage was designed to seamlessly integrate with and complement the refined interior architecture by Gort Scott.

The design responds to the building’s distinctive Art Deco façade, drawing inspiration from the soft curves and geometric elegance that wrap around Great Cumberland Place.

These forms subtly echo the grandeur of its iconic neighbour, Marble Arch, creating a quiet visual dialogue between architecture and navigation. A cohesive wayfinding family was developed, grounded in these architectural cues, with curved edges and hemicycles bringing a sculptural rhythm to the signage elements throughout.

A bespoke set of pictograms was developed as a subtle nod to The Portman Estate’s brand. By reducing the logo to its simplest forms, we created a refined visual language of intuitive, human-centred icons. these pictograms bring a gentle expressiveness to the wayfinding system - Minimal and characterful, they quietly reflect the Estate’s values of quality, heritage, and understated confidence.

The result is a signage scheme that doesn’t merely assist movement, but enriches the architectural and spatial experience.